Apple Says Sorry For An iPad Pro Commercial That Upset Creatives Everywhere

When Apple announced its new M4 iPad Pro during the Let Loose event earlier this week it did so via a streamed event.

Part of that event showed a commercial for the new tablet in which a huge press destroyed a variety of objects including a piano, paints, camera lenses, books, and other similar creative items. Now, the company has had to apologize for that ad.

The ad immediately drew the ire of creative people everywhere who accused Apple of losing touch with the creators who use their iPhones, Macs, and iPads by destroying the tools of their trade and the works that they create.

Now, just a few days later, Apple has apologized for the ad. It did so via a statement given to Ad Age by Tor Myhren, Apple’s VP of marketing communications.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

Notably, that statement has not been received by anyone else and it’s unusual for Apple to allow such a statement to be attributed to a specific person. That isn’t to say that the statement is false, but rather Apple seems determined to apologize for the ad without making it clear that it’s actually doing it to too many people where possible.

Apple says that the ad will not appear on TV as a result of the response it has received.

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